Fast Strategy: Planning in the Age of Google

JANUARY 10, 2019 – 1-day Workshop

How communication strategy has changed in the digital age is the big theme of this course. It combines classic brand planning methods and new behavioural & data led planning associated with Google - all in one day.

The course is practical, packed with useful planning tools, entertaining and features some of the very latest examples of creative work from around the world.

WHAT TO EXPECT:

During the course of the day, attendees work on a live marketing challenge and use planning tools and methods to answer key strategy questions.

Session 1: What is strategy?

The roles of the strategist in the digital age

The power of ideas

Session 2: Defining the client problem

What is the problem, really?

The essential research questions

Session 3: Understanding motivation

Techniques to uncover motivation

Session 4: Understanding behaviour

Starting with the user and data- Google thinking

Session 5: Latest thinking on effectiveness

Interruption model

Engagement model

Content model

WHO SHOULD ATTEND:

This course is ideal for busy Account Directors and Account Managers who have to both run an account and think through the strategy – often with little time. Anyone who is interested in learning and using “fast strategy” techniques will find this useful.

As one delegate from the Marketing Store said,

“The best things about this course? Content – really good ground covered and techniques I will definitely use for day to day work. Teaching – Julian was a great course lecturer – explained things well and kept us engaged throughout the day. He also provided all the relevant info we needed in the takeaway pack plus a reader which was a great idea! Structure – the course was set into manageable sections which made the day feel manageable”

INSTRUCTOR:

Julian Saunders BA, MIPA, FRSAJulian Saunders was as a Strategist in The Zoo at Google and was previously Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.

He has had a front-line seat in the latest thinking about effectiveness from his role at Google and a training in classic account planning from his time at leading London agencies.

He has also been Executive Planning Director of Good Technology, where he worked on the BBC digital account and has worked with the UK Department of Health on the application of Behavioural Economics to behaviour change.